HOW WE REFRESHED A PGX BRAND

establishing a leader in biomaker discovery

Big Idea

simplifying complexity

ALTHEADX

BRAND REFRESH

Client

Founded in 1998, AltheaDx is a commercial stage molecular diagnostics company and pharmacogenomics (PGx) specialist that focuses on enabling physicians, managed care organizations, pharmaceutical companies and other healthcare entities to make personalized therapeutic decisions for patients. Its offerings include a start-to-finish suite of services focused on molecular biomarker discovery, assay development, assay validation and clinical trial testing in support of companion diagnostic development and commercialization.

Challenge

AltheaDx's market position became stagnant years after its spin off from parent company Althea Technologies. As a brand known for offering highly complex and technical solutions, AltheaDx recognized that it had the resources and expertise to become a leader in the biomarker discovery market but was struggling to create a brand for itself. It needed the right partner to help refine its verbal and visual expression to become a credible player in the space. To address this challenge, we recommended a Brand Refresh.

Big Idea

First, we developed the concept of"simplifying complexity" to emphasize the dramatic impact AltheaDx can have on simplifying drug development. Next, we designed a color-coded service portfolio strategy. Each business area was distinguished by its own unique ribbon and color: blue for Discovery Services, purple for Diagnostic Development, and green for Clinical Trial Services. These colors were purposefully chosen to help distance AltheaDx from its competition. Together, these ribbons symbolize the intricate connectivity between the services in a DNA helix shape.

Impact

Under the banner of"simplifying complexity" this new creative direction clarified the brand positioning and enhanced AltheaDx's brand image, resulting in an easier path to convincing prospective clients to consider the brand. We helped simplify AltheaDx's complex messaging with a new take on their identity, a winning brand messaging, a minimalist design and engaging digital tools. In short, AltheaDx was finally telling the story of its strengths and the impact it has on its clients.

Why this brand matters

AltheaDx is bringing theranostics into clinical use. AltheaDx enables personalized therapeutic decisions for patients experiencing widespread clinical conditions in the United States such as cardiovascular disease and neuropsychiatric disorders. By providing biomarker discovery and development to biopharma clients and clinical testing services to physicians, these solutions ultimately help AltheaDx reduce the time, risk and cost of drug development as well as have a positive impact on human health.

Where we landed

To elevate AltheaDx to top-of-mind brand status and put it on the path to market leadership, we had to communicate the core difference of the brand and craft a new visual identity that would draw audience attention. We developed and executed a strategy, look and feel (the ribbon concept), and a communication platform (including social media messaging)—all leveraging the new"simplifying complexity" platform.

Visual Assets

Strengthened Brand Expression

Brand Refresh focused on the corporate website, internal and external collateral, tradeshow graphics and more. The result is a seamless expression of the company as a leader in biomarker discovery.

Web

Simplified Web Experience

Our task was to create a highly flexible web platform that engaged and stimulated interest from pharmaceutical players, while conveying the value of Althea's expertise and solutions. Most importantly, it was vital that both new and existing customers felt the honesty behind the"simplifying complexity" messaging upon first visit to the website. To achieve this, we created a minimalist design that leveraged the new color-coded portfolio strategy alongside digital tools designed to enhance customer engagement.